Van Gils – Project Gander
THE BRIEF
Van Gils was a strong formal menswear brand in the 1980s. In it's prime, it rivalled Hugo Boss, but it has since fallen into decline and is now largely unknown.
A Dutch advertising agency, Selmore, created a core theme for Van Gils; it's all about the suit: this suit takes you places. From this theme, Selmore developed a creative idea where a mannequin, the 'Gander', 'gets a life' because he is wearing the right suit (the mannequin is, in fact, a mask-wearing actor).
Lunch Communications was approached by Selmore to bring...